Honeybee Health

Even with insurance, many Americans face prohibitively high copays when they go to refill their prescriptions. Why? Middlemen and pharmacy benefit managers are able to negotiate high prices that fall onto customers.

Honeybee is doing something radically different: no insurance, no hidden fees, minimal markup. By avoiding insurance, Honeybee is able to sell generic drugs at wholesale prices - which means a lot of savings.

On top of huge savings, Honeybee throws in free delivery and top-notch customer service.


UI/UX, Branding, Copywriting


Sketch, Adobe, InVision, Zeplin


Desktop/Mobile mockups, Email Copy


Getting to Know the Project

Project Brief

  • We worked with the client to complete a full-scale rebranding and website redesign.
  • Based on customer data from the client, we knew the designs would need to be mobile-first and accessible to an older audience.
  • Main Problems to Address

  • How can we make it easy for customers to find their medications, request that their doctor switch their prescription, and finally purchase the medication?
  • In terms of branding and visual design, how can we incorporate a modern style that will also work for an older demographic?
  • How can we instruct users on a process that may be new to them while their using the product?
  • Landing page on mobile


    Meet Joanna, the Core Honeybee User


  • Primary User / 54 yrs / Boise, ID
  • Part-time sales associate and hospital volunteer.
  • Suffers from high blood pressure, and receives insurance through her husband's union.
  • Motivations

  • Save money on monthly copay costs for herself and her husband's medications.
  • Find generic medications that are not produced overseas.
  • Save time (and her joints) by having medications delivered and not having to wait in long pharmacy lines.
  • Frustrations

  • Joanna doesn't want to have to remember refills and find time to go to the pharmacy - it'd be great if there was a service that could take care of this for her.
  • Although she has researched online pharmacies, most of them seem potentially unsafe.
  • Devices

  • Uses smartphone at home in the living room when she is browsing the internet.
  • Sometimes uses an iPad, but rarely uses a desktop or laptop computer.

    Prioritizing Key User Tasks

    As a user on the landing page I want to:

  • seach for my medications.
  • learn more about the company and their pharmaceutical credentials.
  • compare prices on popular medications.
  • As a user in my cart I want to:

  • see all of the prescriptions I have added.
  • know the total cost of my items and the amount saved.
  • delete an item.
  • add another medication easily.
  • continue into the checkout funnel.
  • As a user in the checkout funnel I want to:

  • know the total number of steps in the checkout.
  • see my current position within the checkout process.
  • contact support during the checkout process if I'm having an issue.
  • see tips that guide me through the checkout process and teach me how my medications will be filled.
  • review my order before I submit.

    Visualizing the User Journey

    Product Discovery Flow

  • Goal: find medications as quickly as possible and add them to cart in a manner similar to e-commerce.
  • Users should be able to search for their specific drugs.
  • The client requested that we place the most popular medications on the landing page, so users could go to these directly instead of searching.
  • Product Discovery Flow

    Checkout Flow

  • Goal: user should move through checkout easily and efficiently, while allowing Honeybee to collect their email data before entering checkout.
  • The checkout flow should mirror the typical e-commerce flow: user logs in or registers, and has the opportunity to restore their account information just in case.
  • At the end, the user will receive a confirmation and an email receipt, and then will be prompted to return back into the medication search flow.
  • Checkout Flow


    Lo-fi Design to Validate Ideas

    Wireframe Overview

  • These wireframes are for demonstrative purposes and were not used in the product design cycle.
  • If I had complete control of the design process, I would have taken these wireframes and done 4-5 quick user testing sessions, having users complete a few simple tasks.
  • Single product detail

    Mobile cart

    View order history


    An Initial Round of High-Fidelity Mockups

    Learning from the Client

  • For the initial rounds of design, the client requested that we follow a formula similar to Amazon: bold use of color, 3-step checkout process, based in e-commerce.
  • One design mistake you might notice is that the Cart subtotal is below the fold (whoops!) - this was an important lesson: always be mindful of the fold.
  • A difficulty we faced in the design was when/how to filter users based on their location - after all, Honeybee doesn't ship to every state. My hypothesis was that users should be fitlered as early as possible in the checkout funnel in order to avoid frustration.
  • Single product detail

    Mobile cart

    Get started screen


    From Client Approval to Development


  • The strength, form, and amount buttons increased in size for greater accessibility.
  • The cart screen allows users to adjust refills and add new medications from a single location.
  • The order history screen allows users to see all of their recent account activity.
  • I worked alongside the development team to bring this visual design to life - we primarily used Zeplin to deliver assets and communicate internally.
  • Single product detail

    Mobile cart

    View order history


    Explore More Visual Design


    Cart on Desktop

    Landing Mobile


    Reflecting on the project.

    What did I learn?

  • It's important to manage client and stakeholder expectations from the beginning of a project - outlining the number of feedback sessions is a great place to start.
  • In terms of design, it's crucial to test early and often. I felt that this project suffered because of a lack of early user testing.
  • There is a difference between what we want users to do and what they're actually doing - suggesting product decisions without a basis in user data is a recipe for failure.
  • What are the next steps?

  • Continue user testing with the live site, and iterate design based on this feedback.
  • Analyze email data and see which emails are successful - update the templates that are less successful.
  • Agency: Boundary Digital

    Creative Director: George Renfro

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